14
LEONARD T. PINEDA I, MEd. ABMC Department
LEONARD T. PINEDA I, MEd.ABMC Department
Objectives:
1.Discuss the elements of effective advertising
2.Define advertising and identify its types and roles
3.Identify the five players in the advertising world
Objectives:
1.Discuss the elements of effective advertising
2.Define advertising and identify its types and roles
3.Identify the five players in the advertising world
Advertising must be effective!
Advertising cannot save bad products!
Advertising must be effective!
Advertising cannot save bad products!
Consumer’s objective
Vs
Advertiser’s objective
Consumer’s objective
Vs
Advertiser’s objective
ELEMENTS
Every effective ad implements a sound strategy. The advertiser develops the ad to meet specific objectives, carefully directs it to a certain audience, create its message to speak to that audience’s most important concern and runs it in the media.
Every effective ad implements a sound strategy. The advertiser develops the ad to meet specific objectives, carefully directs it to a certain audience, create its message to speak to that audience’s most important concern and runs it in the media.
The creative concept is the ad’s central idea that grabs your attention and sticks in your memory.A concern for creative thinking drives the entire field of advertising.
The creative concept is the ad’s central idea that grabs your attention and sticks in your memory.A concern for creative thinking drives the entire field of advertising.
Effective ads are well-executed.All the details – photography, setting, printing, and the production values – have been fine-tuned..
Effective ads are well-executed.All the details – photography, setting, printing, and the production values – have been fine-tuned..
WHAT YOU SAY --------- strategy
HOW YOU SAY IT ---------- creativity and execution
WHAT YOU SAY --------- strategy
HOW YOU SAY IT ---------- creativity and execution
Think (Cognitive)
Feel (Emotion)
Do(Action)
Key Message Effects
Surrogate Measures
Communication Tools
Perception ExposureAttentionInterestMemory: Recognition/Recall
Advertising Media; Public RelationsAdvertising:; Sales PromotionAdvertising:; Sales Promotion: PR
Advertising:; Sales Promotion: PR
Learning Understanding
Image and Association Brand Links
PR; Personal Selling; Direct Marketing;Advertising
Advertising: PR
Key Message Effects
Surrogate Measures
Communication Tools
Persuasion Attitudes: Form or Change Preference/IntentionEmotions and InvolvementConviction: Belief, Commitment
PR; Personal Selling; Sales Promotion
Advertising; PR; Personal Selling Events
Personal Selling; Direct Marketing
Behavior TrialPurchaseRepeat Purchase, Use More
Sales Promotion: Personal Selling, Direct Marketing
Key Message Effects
Surrogate Measures
Communication Tools
Persuasion Attitudes: Form or Change Preference/IntentionEmotions and InvolvementConviction: Belief, Commitment
PR; Personal Selling; Sales Promotion
Advertising; PR; Personal Selling Events
Personal Selling; Direct Marketing
Behavior TrialPurchaseRepeat Purchase, Use More
Sales Promotion: Personal Selling, Direct Marketing
